Here at Base, we’ve been thinking a lot about how we can effectively reach more prospects in a shorter amount of time through email. The problem is we don’t want to send the same generic message to everyone. Our prospects are each unique and we want to honor that! And personalization at scale can be….difficult. So we decided to test out Clearbit, the automated outbound tool that has since stolen our hearts.

Wait, what’s Clearbit?

Clearbit promises to deliver smarter data to close more deals. Their program turns any bland sales pitch into a personalized and unique message for every prospect. Manually entering and updating this information could take hours but Clearbit was able to complete our trial message in minutes (see example below).

Here’s what happened…

It all sounded a little too good to be true but we’re always ready to test out the latest and greatest in tech. Here’s what our campaign looked like.


First we started with the subject line. Notice how we address the company specifically while also hooking them in with a simple offer. They know exactly what our quick and easy plan will do for them.

Then we crafted the body of the message. It was important to us that we include as many personalized elements as possible, including name, industry, the challenges they typically face, the company name, and anything else we found relevant to our pitch.

We know that connecting with prospects by sharing an interesting piece of related industry news is a great way to start a dialogue, so we also wanted to include something we knew the recipient would engage with. By creating merge tags we were able to automatically fill in these elements for personalization at scale.

With that in mind, we created a graphic that showed the prospect what we do and how it can help them in light of this new info. In the graphic we wanted to include the company’s name, logo, and primary colors. Pretty darn personal if you ask us!

Some nifty features we liked

Here’s how the graphic turned out:

Not too shabby! Now Shopgate has a beautiful visual of how we plan to help them drive sales growth. This personal touch is especially important for getting the recipients attention. It’s been proven that personalized email messages improve click-through rates by an average of 14% and conversions by 10%.

We had our email message and our graphic, so then all we had to do was put it all together. It looks like the below – what more could you ask for from a sales email?

What is this wizardry!? An email like this would take hours per client if we were left to our own devices to find, edit, and triple check all the little components that made up this one message. The result, as you can see, is a cohesive and effortless looking campaign that is sure to win over some new business.

What do you think?

What do you think makes up an effective personalized email campaign? Scroll down to the comments section to keep trading tips and tricks on automated outbound marketing.